Brand Pyramid

When is this framework used?

When you have a product and want to build a brand.

Who is this framework for?

For organisations wanting to know how their customers feel about their brand.

Why do you need this framework?

To increase loyalty to your brand, product or organisation.

How do you use this framework?

1. Draw the brand pyramid with the levels. The levels are from the bottom up: presence, relevance, performance, advantage, and bonding.
2. Divide your customers into 5 different levels.

• Presence: At this level, customers are aware of your brand, with no emotional attachment.
• Relevance: Here customers think about your brand and whether it meets their needs and desire.
• Performance: Customers compare your value with competitors. They associate your brand with a specific identity and recognise it further.
• Advantage: Here your brand is perceived as having an advantage and association with emotions has been initiated.
• Bonding: Customers are attached to your brand. They identify themselves through your product or service and are vocal advocates for you. Your audience group is ready.

The Brand Pyramid illustrates five key stages that customers go through as they develop a relationship with a brand, starting with basic awareness and finishing with complete loyalty.

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